111 Menerung is BRDB’s highly anticipated continuation of the successful One Menerung project, marking the final high-end condominium along Jalan Menerung.
The main challenge faced was a lack of branding narrative and strategy that prevented 111 Menerung from standing out against its competitors. To reposition the development and drive sales of the remaining units, BRDB engaged us to craft a concept that would capture the exclusivity, desirability, and unique appeal of 111 Menerung.
Because Address Is Everything
Building on the tagline “because address is everything,” we anchored 111 Menerung’s positioning around the idea that where you live defines your status. Bangsar – and Jalan Menerung – is celebrated as the ultimate affluent address, the place every discerning homeowner aspires to call home. To bring this to life, we crafted the narrative of the “quintessentially Bangsar” lifestyle, reminding the audience what it means to live the truly coveted Bangsar lifestyle: vibrant yet refined, affluent yet approachable.
In addition, we also positioned 111 Menerung as the final suites of Bangsar, enhancing urgency of the development being a final piece of the Menerung address. It also informs buyers that they can own a piece of BRDB’s legacy, the developer who understands the land the most as it was the one who shaped the very character of this beloved neighbourhood.
To address concerns on the residences themselves, we highlighted the hotel-inspired services and highly curated features of the project, reinforcing a sense of prestige. This messaging spoke to a life of ease, where every detail is thoughtfully managed, elevating 111 Menerung into more than a home, but also a statement of refined living. This lifestyle was also expressed through a new set of 3D images, giving the audience a more immersive look into the living experience.
Sales increased by 20% following the roll out of the registration campaign.
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